Marla B. Royne

Direct-to-Consumer Advertising: Exposure, Behavior, and Policy Implications

This research investigates the influence that the proliferation of prescription drug advertising has on consumers’ purchase decisions by evaluating how direct-to-consumer advertising (DTCA) awareness influences the acquisition of the prescription erectile dysfunction (ED) drug Viagra. The authors’ purpose is to determine whether familiarity with DTCA influences the likelihood that consumers will try to obtain Viagra with and/or without a prescription while considering demographic, individual trait, and attitudinal factors. Their results indicate that a significant relationship exists between awareness and acquisition of the drug. They find that respondent familiarity with DTCA is positively associated with the likelihood of having ordered Viagra, indicating that DTCA does play a role in prompting men to seek medical advice. Despite controversy over the appropriateness of sexual themes depicted in ED advertisements, it seems that the use of DTCA for ED drugs has helped many men feel more comfortable in discussing sexual impotence with their physicians. Thus, the authors’ findings provide support for DTCA advocates who promote drug advertising as an important information resource that helps guide responsible consumer decision making. Moreover, the results uncover two individual difference variables that promoted Viagra use without medical consent, indicating a need to identify potentially vulnerable populations relevant to individual brands or therapeutic classes of drugs. Although the studys results and findings are limited to a single therapeutic class, they provide general policy implications and directions for extension of the research.

The human lens: How anthropomorphic reasoning varies by product complexity and enhances personal value

Abstract This research examines the relationship between consumer anthropomorphism and personal value. A hierarchical linear regression analysis revealed that after marketplace variables (purchase price, frequency of use, and self-acquisition) were considered, the sole second-level factor, anthropomorphism, had a positive and significant influence on personal value for four products. Results demonstrate that anthropomorphism can account for the personal value of a product beyond the influence of common marketplace factors. Additionally, a series of paired t-tests found that the magnitude of anthropomorphism is related to product complexity. This finding suggests that the effectiveness of product managers to prime or otherwise influence consumer anthropomorphism may depend upon what product is being anthropomorphised. Implications of these findings for marketers are provided.

Technology acceptance and satisfaction with logistics services

Purpose – The purpose of this paper is to use the technology acceptance model (TAM) from the information technology (IT) literature to investigate the relationships among technology use and acceptance, and perceptions of quality and satisfaction with logistics services among industrial customers.Design/methodology/approach – To test the proposed model, an online survey was prepared using WebSurveyor and an introductory e‐mail with a link to the survey was sent to a sample of members of two professional organizations of industrial purchasing managers.Findings – The findings indicate that both logistics service quality (LSQ) perceptions and satisfaction levels are significantly related to future purchase intentions. In addition, LSQ perceptions mediate the relationship between the two TAM constructs and customer satisfaction.Originality/value – This paper provides additional insight on technology acceptance in the context of logistics and supply chain management. IT is a common thread throughout logistics a...

Does marketing undermine public health

Purpose – The purpose of this paper is to explore the success of marketing efforts by large companies that contribute to public health problems.Design/methodology/approach – The paper discusses current examples of marketing that undermine public health as well as actions of such companies to potentially improve products and ultimately, public health. It offers suggestions on how marketers and public health officials can partner to create a situation where outcomes can be positive for all parties involved.Findings – Current marketing efforts by corporate giants are hurting the public health. Marketers must team with public health officials to help improve public health through the marketing of healthy lifestyles.Practical implications – If marketers implement strategies that can combine healthy products with effective marketing communication strategies, they can remain profitable while engaging in socially responsible activities. Consequently, marketers have much to gain by working with the public health p...

Customer e-complaining behaviours using social media

This paper develops a conceptual framework about customer complaining behaviours (CCB), using social media. Specifically, this research expands the current understanding of CCB by examining the differential impact of unfairness, firm response, retaliation, locus attribution, stability attribution, and personal identity on public complaining and private complaining using social media, and their subsequent impact on post-complaining satisfaction (PCS) and loyalty. Public complaining refers to customer complaints directed to a service provider, while private complaining refers to service failure complaints directed towards other customers. A structural equation model shows that high levels of unfairness, firm response, locus, and personal identity have a strong influence on public complaining, while desire for retaliation is a significant factor influencing private complaining. The findings contribute to practice by providing useful and pertinent information for developing suitable web care interventions to effectively deal with public complaining and private complaining through social media platforms.

The Laugh Model: Reframing and Rebranding Public Health Through Social Media.

OBJECTIVES We examined the use of low-cost social media platforms in communicating public health messages and outline the laugh model, a framework through which public health organizations can reach and engage communities. METHODS In August 2014, we developed an online campaign (Web site and social media) to help promote healthy family meals in Utah in conjunction with the state and local health departments. RESULTS By the end of September 2014, a total of 3641 individuals had visited the Utahfamilymeals.org Web site. Facebook ads reached a total of 29 078 people, and 56 900 people were reached through Twitter ads. The per-person price of the campaign was 0.2 cents, and the total estimated target population reach was between 10% and 12%. CONCLUSIONS There are 3 key takeaways from our campaign: use of empowering and engaging techniques may be more effective than use of educational techniques; use of social media Web sites and online marketing tactics can enhance collaboration, interdisciplinary strategies, and campaign effectiveness; and use of social media as a communication platform is often preferable to use of mass media in terms of cost-effectiveness, more precise evaluations of campaign success, and increased sustainability.

Are Celebrity-Heroes Effective Endorsers? Exploring the Link between Hero, Celebrity, and Advertising Response

In an exploratory approach, the study examines the relationship between hero and celebrity by reviewing key dimensions of the celebrity/hero debate: shallowness, flawed celebrity/hero, and narrowness of appeal. The cumulative findings of two studies suggest that attitudes toward celebrities in ads are most strongly influenced by attitude toward advertising in general and least by flawed celebrity/hero. The findings also indicate that the more shallow celebrities are perceived to be and the more narrow their appeal, the more negative the attitude. The research findings provide guidance for marketing practitioners as they develop endorsement strategies.

Factors affecting the relationship between environmental concern and behaviors

Purpose – The purpose of this paper is to understand the mediating factors affecting the relationship between environmental concerns and sustainable behaviors. Design/methodology/approach – The authors survey 467 respondents and use a structural equation modeling approach to assess environmental involvement and willingness to pay more for green products as mediating variables between a multi-dimensional measure of environmental concern and sustainable behaviors. Findings – The findings suggest that environmental involvement and willingness to pay more for green products mediate the relationship between environmental concern and sustainable behaviors. But of the three dimensions of environmental concern, only concern for energy is statistically significant in the model. Research limitations/implications – The results empirically validate the multi-dimensionality of the environmental concern construct and its relationship with consumers’ sustainable behaviors. Both involvement and willingness to pay more fo...

Online Health Communities and Chronic Disease Self-Management

ABSTRACT This research uses content analysis (N = 1,960) to examine the computer-mediated communication within online health communities for evidence of chronic disease self-management behaviors, including the perceived benefits and perceived barriers to participating in such behaviors. Online health communities act as informal self-management programs led by peers with the same chronic disease through the exchange of health information. Online health communities provide opportunities for health behavior change messages to educate and persuade regarding chronic disease self-management behaviors.

Programme-ad congruence: integrating advertising and entertainment

This investigation builds on previous research streams to introduce a new concept – programme–ad congruence – into advertising research. Programme–ad congruence is defined as the integration of the entertainment into the advertisement. This research identifies three specific types of congruence (actor congruence – matching the people; plot congruence – matching the situations; and language congruence – matching the verbal elements) and uses experimental design to test viewer response in three separate studies. Results indicate an overall effect of programme–ad congruence and demonstrate that each type of programme–ad congruence has a significant effect on consumer response. Moreover, involvement was found to mediate the effect of congruence, indicating it may play a significant role in the process by increasing the personal relevance of the advertisement. Implications are provided.